outlook & analysis

selling on value vs. fees

what’s the difference? compliance sells on fee; advisory sells on value.

by martin bissett
understanding selling

i’ve been asking you to believe in yourself, to get your potential clients to open up to you and to demonstrate to them the outcomes that working with you and your firm would create in their personal and professional lives.

more on selling: 3 ways to convert scheduling practices to new fees | selling vs. attracting to build relationships | when selling, don’t chase new fees, attract them | selling accounting services doesn’t have to be hard! | ‘selling’ isn’t a dirty word | 8 factors in practice development success | in sales, perception is reality | success begins with accountability | do you realize you’re failing? | winning your first client

now here’s a checklist for you to run through before you begin your next business development initiative, and before each new business appointment that you have.
you don’t need theory. you need the habit of implementation and practice. so i wish you every success in making both a reality.

  1. understand the difference between marketing and business development.
  2. firmly map out your plans for growth.
  3. assign yourself to become accountable to someone.
  4. have them evaluate you.
  5. decide what your value is relative to each individual new opportunity when you meet with them for the first time.
  6. decide whether you believe in you.
  7. decide whether you would buy from you.
  8. decide to have a walk-away price for every deal.
  9. decide why you and your firm are better than your competitors for each prospect you see, not just different.
  10. schedule specific, non-interruptible time in your diary to proactively work on business development initiatives.

before you present yourself to a potential client, are you honestly comfortable with:

  1. how you treated your family members recently?
  2. how well you’ve been striving to hit any personal goals that you might have set yourself?
  3. how you’ve dealt with employees and clients recently?
  4. what you did when no one could see you?
  5. what you think about, if it were to be made public?
  6. the way you present yourself visually?
  7. the way you present yourself verbally?
  8. the work you do for your clients?
  9. yourself, to the extent that if you met you, you’d be impressed?
  10. how much preparation you’ve invested into this meeting?

you’re now ready to build the pipeline of opportunities for your firm.